The Influence of Online Service Quality and Consumer Trust On Shopee E-Commerce Customer Satisfaction in Cirebon City
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Abstract
The rapid growth of e-commerce has intensified competition among online shopping platforms, making customer satisfaction a critical factor for sustaining business competitiveness. Online service quality and consumer trust are widely recognized as key determinants of customer satisfaction in the digital marketplace. This study aims to analyze the influence of online service quality and consumer trust on Shopee customer satisfaction in Cirebon City. This research employed a quantitative method with an associative approach. The study involved 120 Shopee users in Cirebon City selected using purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with the assistance of SPSS. The results indicate that online service quality and consumer trust have a positive and significant effect on customer satisfaction, both partially and simultaneously. Consumer trust was found to have a more dominant influence on customer satisfaction than online service quality. These findings provide useful insights for e-commerce providers, particularly Shopee, in improving service quality and strengthening consumer trust to enhance customer satisfaction.
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